MSG Equipment
MSG Equipment designs, manufactures, and supplies specialized diagnostic test benches, testers, scanners, and software for automotive component repair, serving independent workshops, industrial remanufacturers, and component manufacturers across 13+ countries via direct sales and a global distributor network.
- Company typePrivate
- Founded1998
- HeadquartersKyiv, Ukraine
- Headcount251–500
- GTM typeB2B
- OfferingHardware or Manufacturing
What MSG Equipment does
MSG Equipment is a Ukrainian-headquartered designer, manufacturer, and supplier of specialized diagnostic equipment, tools, cables, and software for the automotive aftermarket. Founded in 1998 and based in Kyiv with a regional office in Warsaw, Poland, the company has spent 27 years building a proprietary product portfolio spanning nine diagnostic categories — starters and alternators, electric power steering (EPS), brake calipers, air conditioning compressors, suspension, high-voltage battery systems, DPF/FAP filters, and diagnostic scanners. Products include load-bearing test benches (MS005A, MS002A), EPS testers supporting CAN/CAN-FD/FlexRay (MS561 PRO), lithium battery module testers (MS800/MS801), AC compressor benches (MS111/MS112), DPF cleaning stands (MS900), the LOKI PRO diagnostic scanner with Tesla and Rivian coverage, voltage regulator testers (MS016A), proprietary FlexRay cables, and replacement control boards. A distinguishing architectural feature is software-updatable firmware, introduced in 2012, that allows installed bases to remain compatible with new vehicle models and protocols.
The company serves four primary customer segments: independent auto repair workshops (the largest segment), industrial remanufacturers of starters, alternators, steering racks, and compressors; component manufacturers using test benches for end-of-line quality control; and technical training centers. It generates revenue primarily through one-time hardware sales of test benches and testers, supplemented by specialized tools, diagnostic cables, software licenses (e.g., LOKI PRO RIVIAN package), spare parts and control boards, and recurring training services delivered in multiple languages through its Training Center (opened 2018). Pricing is uniformly quote-based with no public price list, and transactions are processed via PayPal or bank transfer.
MSG Equipment reaches customers through a hybrid direct-and-channel model: direct sales via its website and sales teams in Ukraine, Poland, USA, and Mexico, combined with a global distributor network documented via a published 'Rules for working with distributors' PDF and activated across at least 13 countries. Marketing relies on a multilingual blog, international trade-show presence (Automechanika Frankfurt/Dubai/Shanghai/Birmingham, AAPEX Las Vegas, Rematec Amsterdam, Expomecanica Portugal), social media on Instagram/Facebook/VK, YouTube demonstrations, and email newsletters. The company holds CE and UkrSEPRO certifications, is GDPR-compliant, and is a member of APRA and the AutoCare Association. It remains privately held, with no disclosed institutional investors or funding rounds.
MSG Equipment firmographics
Firmographics- Name
- MSG Equipment
- Legal name
- MSG Equipment
- Website
- https://msg.equipment
- Company type
- Private
- Founded year
- 1998
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- MSG Equipment designs, manufactures, and supplies specialized diagnostic test benches, testers, scanners, and software for automotive component repair, serving independent workshops, industrial remanufacturers, and component manufacturers across 13+ countries via direct sales and a global distributor network.
- Ownership category
- akta.pro rank
MSG Equipment industry classification
Industry- Product category
- Automotive Diagnostic Equipment
- NAICS
- Instrument Manufacturing for Measuring and Testing Electricity and Electrical Signals (334515), Navigational, Measuring, Electromedical, and Control Instruments Manufacturing (33451)
- SIC
- Instruments For Meas & Testing Of Electricity & Elec Signals (3825), Industrial Instruments For Measurement, Display, And Control (3823)
- akta.pro primary industry
- Vehicle Diagnostics & Fault Code Scanning Services (TLAKANAA)
- akta.pro secondary industries
- Battery & EV/Hybrid Preventive Maintenance (Battery Health/High-Voltage Inspection) (TLAKAGAJ), Brake & Headlamp/Aiming Tester Calibration and Inspection-Lane Services (TLAKANAK)
Keywords
Where MSG Equipment is headquartered
LocationHeadquarters
- HQ city
- Kyiv
- HQ country
- Ukraine
- HQ region
- Europe
Offices4 records
Markets served
MSG Equipment business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Technology or R&D, Personnel, Supply Chain, Operations, Marketing or Sales
Revenue model
- Diagnostic Equipment Sales: Sale of test benches, testers, and diagnostic equipment for automotive components including starters, alternators, steering systems, brake calipers, AC compressors, EV batteries, and DPF filters
- Special Tools: Sale of specialized tools for automotive repair including pullers, specialized wrenches, and fixtures for various vehicle systems
- Software and Diagnostic Scanners: Sale of diagnostic scanner hardware and associated software packages including brand-specific packages like LOKI PRO RIVIAN
- Training Services: Online training programs for automotive diagnostics and repair covering various vehicle systems, delivered in multiple languages
- Components and Spare Parts: Sale of replacement components including EHPS controller boards and other spare parts for MSG equipment products
- Cables and Adapters: Specialized diagnostic cables for various vehicle systems including FlexRay cables for EPS diagnostics
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Multi-year contract | Custom quotation-based pricing |
Go-to-market motion1 record
Distribution channels4 records
Marketing channels6 records
MSG Equipment product offering
Product offeringCore offering
MSG Equipment designs, manufactures, and supplies diagnostic test benches, testers, scanners, and specialized software for automotive component diagnostics. The product portfolio covers nine diagnostic directions including starters, alternators, steering systems (EPS/HPS), brake calipers, AC compressors, EV/hybrid high-voltage batteries, and DPF/FAP/GPF filters. The company sells directly via its website and through a global distributor network to workshops, remanufacturers, and component manufacturers.
Product overview
MSG Equipment is a developer and manufacturer of diagnostic equipment for automotive components, offering a comprehensive portfolio of specialized test benches, testers, diagnostic scanners, special tools, cables, software, and training services for workshops, industrial remanufacturers, and component manufacturers. The product lineup includes: MS005A/MS002A test benches for alternators and starters; MS801/MS800 testers for high-voltage battery systems of electric and hybrid vehicles; MS561 PRO for electric power steering diagnostics supporting CAN, CAN-FD, and FlexRay protocols; MS111/MS112 test benches for air conditioner compressors; LOKI PRO diagnostic scanner supporting Tesla, Rivian and other EV brands; MS900 stand for DPF/FAP filter cleaning; along with specialized tools, FlexRay cables, and comprehensive training programs. Since 2013, the company has been developing and producing specialized diagnostic stands with regular software updates to maintain compatibility with new vehicle models and protocols.
Differentiator
Problem solved
Functional benefit
Products and services
- MS005A Test Bench Professional diagnostic test bench for testing alternators (12V-300A, 24V-150A, 48V-50A) and starters up to 11kW. Features automatic alternator test mode for automotive service workshops.
- MS002A Test Bench Diagnostic test bench for testing alternators, starters, and voltage regulators. Supports 12V (200A) and 24V (100A) systems with automatic alternator test mode.
- MS801 Tester Tester for diagnosing lithium battery modules of electric and hybrid vehicles. Supports CAN and RS485 data buses with charge rate up to 60A and discharge rate up to 70A.
- MS800 Tester Tester for diagnosing batteries of hybrid vehicles and electric vehicles. Features 36 testing channels with charge current from 0.1 to 4.5A and discharge current from 0.1 to 5A.
- MS016A Voltage Regulator Tester Specialized tester for diagnostics of alternator voltage regulators supporting multiple protocols including Lamp, SIG, RLO, RVC, CAN, FlexRay, and others for automotive repair professionals.
- MS561 PRO Tester Professional tester for diagnostics of electric power steering mechanisms. Supports CAN, CAN-FD, and FlexRay data buses with simulated signals including ignition, engine running, vehicle speed, and steering wheel rotation speed.
- MS111 Test Bench Test bench for diagnostics of car air conditioner compressors, supporting both belt-driven compressors for ICE vehicles and electric compressors for hybrids and EVs.
- MS112 Test Bench Test bench for diagnostics of electric AC compressors of electric and hybrid vehicles, intended for service workshops handling modern AC systems.
- LOKI PRO Diagnostic Scanner Diagnostic scanner hardware for vehicles providing computer diagnostics capabilities for electric vehicles including Tesla and Rivian, with brand-specific software packages.
- MS900 DPF Cleaning Stand Stand for washing diesel particulate filters (DPF, FAP) and gasoline particulate filters (GPF) using water-based cleaning without chemicals, with air drying up to 80°C and air pressure of 6-8 bar.
- PCB_SK302MSG Control Board Replacement control board for electric power steering pump SK302, fully replicating original algorithms for AUDI, SEAT, SKODA, and VW vehicles. Sold as a spare component.
- LOKI PRO RIVIAN Software Package Software package for the LOKI PRO diagnostic scanner providing vehicle coverage for Rivian electric vehicles, sold as a one-time license.
- FlexRay Diagnostic Cables Specialized diagnostic cables for EPS rack diagnostics using FlexRay protocol, with models for Mercedes (MS-39008/208-F) and BMW (MS-39009).
- Professional Training Courses Online and in-person training programs covering diagnostics and repair of starters, alternators, AC systems, EPS, HPS, high-voltage systems, DPF ecology, Tesla diagnostics, and computer diagnostics. Delivered in multiple languages.
Quantifiable outcome
- Equipment lifespan extended through regular software updates without additional costs
- +1 more outcomes
Companies that use MSG Equipment
Customer profileNamed customers11 records
Segments4 records
Ideal customer profiles4 records
MSG Equipment technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature6 records
MSG Equipment partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered minor and core.
- APRA (Automotive Parts Remanufacturers Association)minorMSG Equipment is a member of APRA, an association for automotive parts remanufacturers. This membership indicates alignment with the remanufacturing industry standards and community.
- AutoCare AssociationminorMSG Equipment is a member of the AutoCare Association, demonstrating commitment to automotive aftermarket industry standards and best practices.
- Master ServicecoreLong-term customer and partner operating a chain of auto repair workshops. MSG Equipment equipment is used in their service operations, providing real-world testing and feedback for product development.
- Eurodiesel ServicescoreDiesel specialist service company and customer of MSG Equipment diagnostic solutions for diesel component diagnostics.
- AS-PLcoreLeading alternator and starter manufacturer (Poland) using MSG Equipment for production quality control.
- IkrominorAuto parts distributor based in Brazil, customer of MSG Equipment products.
- MOTO-PROFILcoreMajor auto parts distributor in Poland and Europe, customer and partner of MSG Equipment.
- SpinminorAuto repair specialist company in Italy using MSG Equipment diagnostic solutions.
- autopartnercoreAuto parts distributor customer of MSG Equipment.
- DipaminorAuto parts and commerce company, customer of MSG Equipment.
- HartminorAuto parts and service provider in Poland, customer of MSG Equipment.
- StremtecminorAuto parts and service provider customer of MSG Equipment.
Scale indicators5 records
Recent moves7 records
Expansion highlights6 records
MSG Equipment competitors and assessment
Company assessmentBroad incumbents
- Bosch Automotive Service Solutions: Bosch dominates global automotive diagnostic equipment (KTS series, ESI tronic) and serves both OEM and aftermarket. Comparable to MSG because both sell professional diagnostic hardware and software to workshops, though Bosch operates on a much larger portfolio scale.
- Snap-on Incorporated: Snap-on sells professional diagnostic and repair equipment (Modis, Solus, Ethos) plus hand tools through a franchise network to automotive technicians. Comparable as a global aftermarket diagnostics competitor with deeper dealer-franchise reach than MSG.
- Mahle Aftermarket: Mahle Aftermarket offers diagnostic and service equipment (e.g., A/C service units, fluid management, emissions test equipment) as part of a broader parts portfolio. Comparable to MSG's component-level service benches (e.g., MS111/MS112 A/C, MS900 DPF) within a wider product ecosystem.
- Delphi Technologies (BorgWarner): Delphi/BorgWarner provides OE-grade diagnostic tools and aftermarket service equipment, including fuel system and emissions diagnostics. Comparable to MSG in the emissions/DPF and component testing segments, with stronger OEM linkages.
Direct peers
- Launch Tech: Launch Tech manufactures professional automotive diagnostic tools (X-431 series scanners, ADAS calibration, EV battery diagnostics). Closely comparable to MSG given overlapping product categories in scanners, EV diagnostics, and component-level test equipment.
- Autel Intelligent Technology: Autel produces diagnostic scanners (MaxiSys series), ADAS calibration, and EV battery diagnostics with global distribution. Highly comparable to MSG's LOKI PRO scanner and MS801 battery tester offerings and a similar B2B workshop go-to-market.
- TEXA S.p.A. TEXA designs diagnostic tools, A/C service stations, and ADAS calibration equipment for passenger cars, trucks, and motorcycles. Comparable to MSG because both offer specialist component-level benches (A/C, brakes, steering) and full-vehicle scanners to independent workshops.
- Hella Gutmann Solutions: Hella Gutmann provides mega macs diagnostic devices and module programming tools, with strong European workshop distribution. Comparable to MSG in serving independent European workshops with full-system and EV diagnostic coverage.
- Bartec Auto ID: Bartec specializes in TPMS, emissions testing, and diagnostic tools for workshops. Comparable to MSG because both serve specialist aftermarket niches with proprietary test benches rather than full-vehicle generalist scanners.
Emerging players
- Konnwei: Konnwei manufactures OBD-II diagnostic scanners, battery testers, and EV diagnostic tools, primarily via online channels. Comparable to MSG on scanner and battery diagnostic product categories, though with a more consumer-leaning vs. workshop-pro positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
MSG Equipment social profiles
Digital presenceMSG Equipment compliance and trust
Trust signalCompliance3 records
MSG Equipment financial estimates
Financial estimateRevenue estimate
Valuation estimate
MSG Equipment leadership team
Management profileNumber of profiles
MSG Equipment funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
MSG Equipment M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about MSG Equipment
What does MSG Equipment do?
MSG Equipment designs, manufactures, and supplies diagnostic test benches, testers, scanners, and specialized software for automotive component diagnostics. The product portfolio covers nine diagnostic directions including starters, alternators, steering systems (EPS/HPS), brake calipers, AC compressors, EV/hybrid high-voltage batteries, and DPF/FAP/GPF filters. The company sells directly via its website and through a global distributor network to workshops, remanufacturers, and component manufacturers.
Is MSG Equipment a public or private company?
MSG Equipment is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was MSG Equipment founded?
MSG Equipment was founded in 1998. It employs 251 to 500 people.
Where is MSG Equipment based?
MSG Equipment is headquartered in Kyiv, Ukraine, in the Europe region.
How does MSG Equipment make money?
Six revenue lines are on record. Diagnostic Equipment Sales are the primary driver. The others are special Tools, software and Diagnostic Scanners, training Services, components and Spare Parts and cables and Adapters.
Who are MSG Equipment's main competitors?
Broad incumbents on record are Bosch Automotive Service Solutions, Snap-on Incorporated, Mahle Aftermarket and Delphi Technologies (BorgWarner). Direct peers are Launch Tech, Autel Intelligent Technology, TEXA S.p.A., Hella Gutmann Solutions and Bartec Auto ID. Konnwei is listed as an emerging player.
Does MSG Equipment have an API?
No public API is recorded for MSG Equipment.
What industry is MSG Equipment in?
MSG Equipment's product category is Automotive Diagnostic Equipment. Its primary akta.pro industry code is TLAKANAA, Vehicle Diagnostics & Fault Code Scanning Services, with a secondary code of TLAKAGAJ, Battery & EV/Hybrid Preventive Maintenance (Battery Health/High-Voltage Inspection). Its NAICS code is 334515 and its SIC code is 3825.